Marketing 301 Final
b) sales promotion
c) public relations
d) personal selling
b) Personal selling
c) Public relations
d) Direct Marketing
a) Public relations
a) Reminder advertising
b) Informative advertising
c) Persuasive advertising
d) Comparative advertising
d) Technical expertise
a) Direct mail
a) Investor relations
c) Product publicity
d) Product advertising
c) Buzz marketing
d) Special events
a) Customer sales force structure
b) Product sales force structure
c) Territorial sales force structure
d) Combination sales force structure
a) Team selling approach
b) Workload approach
c) Product sales force approach
d) Inside sales force approach
a) An inside sales force
b) An outside sales force
c) A large sales force
d) A customer sales force
a) Understand the company’s products
b) Understand different customers and their corresponding buying needs
c) Calculate their sales commissions
d) Sell effectively
d) Handling objections
a) Sales promotion
c) Personal selling
d) Direct marketing
d) Advertising specialty
a) Point-of-purchase promotion
b) Push money
a) Provides access to a greater product selection.
b) Leads to quicker product delivery.
c) Filters out unethical vendors.
d) All of the above.
a) Competitive suppliers
b) Customers’ ages
c) Customers’ past purchases
d) Customers’ preferences
b) Direct-mail marketing
c) Catalog marketing
d) Kiosk marketing
a) Portal site
b) Shopping comparison site
c) Content site
d) Transaction site
b) Click-only company
c) Click-and-mortar company
d) Transaction site
b) cash refunds
c) price packs
a) geographic and product
b) territorial and market
c) product and territorial
d) geographic and market
e) product and market
a) it does not involve geographic specialization
b) it does not lead to building local customer relationships
c) salesperson’s job and accountability are not clearly defined
d) it is not useful in a company with a number of product lines in different industries
e) travel expenses are relatively larger than any other sales force structure
a) determining call objectives
b) prospecting and qualifying
c) handling objections
e) presentation and demonstration
a) Milton’s is a specialty liquor brewery that markets its products to the most exquisite hotels and has individual sales teams assigned to provide priority service to each of its clients.
b) Vera Designers operates from its landmark store in uptown New York and customers from world over come to this store to buy original merchandise at steep prices.
c) Apollo Pharmaceuticals sells its products through a network of teams, each of which handles a specific product but sells them in one location only.
d) Oriental Meals, producers of pre-cooked Chinese meals, markets its products throughout a network of area and regional sales offices.
e) Ajax Medicals has special teams of medical representatives who are well versed in the specific classes of medicines they sell to the customer markets assigned to them.
a) it is less expensive than an inside sales force
b) it is the most effective way to provide technical sales support to buyers
c) it essentially provides daily access and support
d) it can make more decision maker contacts a day as compared to the inside sales force
e) it provides face-to-face collaboration and relationship-building
b) price quotation
a) work independently of the outside sales force
b) work only on the relationship-building process
c) provide daily access and support
d) cannot conduct business on their own
e) travel to call on customers in the field
a) Venisons produces frozen dinners at its factory in Ohio and sells them across the country through a network of sales representatives organized into regional and territorial tiers.
b) AmWeb produces an expensive brand of herbal cosmetics called “Green You” that are sold in select boutiques and parlors by selling teams assigned to serve small groups of these key customers.
c) Cartlon Computers sells its highly specialized computers through special teams which have received special training in the configuration, uses, and USPs of a single model of its computers.
d) Nutters, producers of cookies and other bakery products, markets its products throughout the country through a network of area and regional sales officers
e) Vera Designers operates from its landmark store in uptown New York and customers from world over come to this store to buy original merchandise at steep prices.
a) call plan
b) bonus plan
c) sales contest
d) straight commission plan
e) sales quota
a) it shows how the company’s offer solves the customer’s problem
b) it involves the final meeting with the customer to close the deal
c) it involves clarifying customer objections to buying with a positive approach
d) it involves the act of cold calling in the absence of potential leads
e) it involves learning as much as possible about the organization and its buyers prior to the approach stage
e) handling objections
a) it includes experts from many areas like marketing, operations, finance, and others
b) it is adopted when the group of target customers is small and homogenous
c) each salesperson is an expert in every area and can handle all of a large customer’s needs autonomously
d) it is easier to evaluate individual contribution and compensation in case of team selling when compared to other sales forces
e) it is usually adopted when the company has only one product line
a) an ability to offer an unlimited amount of merchandise
b) efficiencies in production, printing, and mail cost
c) ease in matching prices instantly in response to matches in changes in demand
d) a stronger emotional connection with customers
e) real time merchandising
a) National Do Not Call Registry
b) Robinson-Patman Act
c) Federal Trade Commission’s Anti-Spam Act
d) Clayton Act
e) Children’s Online Privacy Protection Act
a) mass marketing
b) digital direct marketing
c) telephone marketing
d) direct mail marketing
e) kiosk marketing
d) viral advertisement
b) mail order forms
e) retail stores
a) blogs provide companies with additional revenue
b) blogs are an inexpensive yet personal way to connect with customers
c) blogs are an inexpensive yet personal way to connect with consumers
d) demographic information about customers can be easily tracked
e) long-term customer relationships can be developed through blogs
a) mass marketing
b) direct mail marketing
c) telephone marketing
d) kiosk marketing
e) direct response television marketing
a) data mining
c) interactive television
d) direct mail marketing
a) to sell the company’s products directly
b) to give out coupons and tell about sales events or contests
c) to point out and explain competitors weaknesses
d) to build customer goodwill
e) to create a consumer query into a sale
a) C to B
b) B to C
c) B to B
e) C to C
a) a promotional video depicting the pros and cons of the products of Secure Services as opposed to those of the other competing products in the field
b) a promotional campaign with popups and banners of the products of Secure Services on online social networks like Twitter and Facebook
c) a promotional infomercial of thirty minutes’ duration that is aired with a toll-free number for interested customers to place orders
d) a promotional email sent to all customers on the customer database of Secure Services
e) a promotional video juxtaposing elements of extreme horror and humor to convey that the Imperio line of home security systems makes homes impervious to strangers.
b) direct response
c) inbound advertisement
d) iTV advertisement
b) variable cost
c) demand curve
e) experience curve
a) prevent competition from entering the market
b) stabilize the market
c) match a competitor
d) create excitement about a product
e) prepare for an easy exit from a market
a) high-low pricing
b) target return pricing
c) cost-plus pricing
d) prevention pricing
e) everyday low pricing (EDLP)
a) marketing departments
b) divisional managers
c) top management
d) sales departments
e) cross-functional teams
a) fixed cost
b) variable cost
c) demand curve
a) competition-based pricing
b) target return pricing
c) customer-based pricing
d) fixed cost
e) value-based pricing
b) fixed cost
a) value-based pricing
b) product image
c) variable costs
d) price elasticity
e) target return pricing
a) the salaries of production management
b) the company’s overall marketing strategy
c) overall pricing objectives
d) the salaries of finance managers
a) break-even pricing
b) fixed costs
c) variable costs
d) target returns
e) perceived value
a) this method ignored demand
b) by tying the price to cost, sellers simplify pricing
c) sellers earn a fair return on their investment
d) with a standard markup, consumers know when they are being overcharged
e) when all firms in the industry use this pricing method, prices tend to be similar
a) B2B e-commerce
b) B2C e-commerce
c) C2C e-commerce
d) C2B e-commerce
a) Search-related ad
b) Banner ad
d) Pop-up ad
a) Junk mail
d) Viral marketing messages
a) Sweepstakes fraud and deceit
b) Invasion of privacy
c) Investment, charity, and research scams
d) Irritating infomercials
a) Value-based pricing
b) Customer-based pricing
c) Non-cost pricing
d) Competition-based pricing
a) Nonvariable costs
b) Commitment costs
c) Fixed costs
d) Variable costs
a) Highly inelastic
b) Highly unpredictable
c) Highly elastic
d) Highly variable
a) Consumers are price sensitive.
b) Per unit production and distribution costs fall as sales volume rises.
c) The low prices keep competitors at bay.
d) The product has a premium image.
a) Everyday low pricing
b) Competition-based pricing
c) Captive-product pricing
d) High-low pricing
a) Functional discounts
b) Quantity discounts
c) Cash discounts
d) Seasonal discounts
a) Promotional pricing
b) Reference pricing
c) Low-High pricing
d) Segmented pricing
a) Nonpromotional pricing
b) Uniform-delivered pricing
c) Zone pricing
d) Price conformity
a) Reference pricing
b) Dynamic pricing
c) Captive-product pricing
d) Zone pricing
Before you have a chance to analyze the situation, an advisor from sales tells you that this razor will never break into a tough market unless it has an absolute rock-bottom price.
Which of the following identifies the best reason for why you should ignore advice to employ a competitive price approach in which you undercut all competitors?
a. Low-priced razors are often considered “cheap” and don’t sell well.
b. By setting the price before you know the costs, you could lose money on every razor you sell.
c. The best way to enter into a tough market is with promotion, not a low price.
d. When buying a durable product like an electric razor, consumers don’t pay attention to price.
e. The best way to enter into a tough market is with high quality, not a low price.
Which of the following identifies the greatest danger in using this pricing method?
a. The price that is set will increase demand dramatically.
b. The price that is set will be too low.
c. The price that is set will fail to factor in fixed costs.
d. The price that is set will be variable and unstable.
e. The price that is set will dramatically decrease demand.
Which of the following best explains why the VP of Finance is against break-even pricing?
a. Break-even pricing computes a price that simply offsets costs without actually generating a profit.
b. Break-even pricing is risky and unpredictable.
c. Break-even pricing works only when demand is very high.
d. Break-even pricing does not consider how the price of the product can increase or decrease demand.
e. Break-even pricing works only when demand is very low and you want to generate enthusiasm for your product.
Which of the following modifications will not result in reaching the break-even point?
a. Raise the price to increase revenue and keep sales, costs, and the break-even point steady.
b. Lower the price to increase sales, and keep costs and the break-even point steady.
c. Lower the break-even point and keep the price, costs, and sales steady.
d. Lower costs and keep the price, sales, and the break-even point steady.
e. Raise both the price and sales, but keep costs steady.
Which of the following best explains why target profit pricing is an improvement over break-even pricing?
a. Target profit pricing is the only method that takes into account how a price can influence demand.
b. Target profit pricing completely ignores how a price can influence demand.
c. Target profit pricing sets an ideal price that reflects the best possible outcome for your product.
d. Target profit pricing sets a price that will generate revenue above the break-even point so a profit can be achieved.
e. Target profit pricing lowers costs well below the break-even point so a large profit is guaranteed.
Which of the following accurately describes a good-value pricing approach?
a. a less expensive model that has fewer features than the name brand product
b. a less expensive model that has features that are similar to the name brand product
c. a less expensive model that has more features than the name brand product
d. a deluxe model that has better features and a higher price than the name brand product
e. a deluxe model that has better features and a much lower price than the name brand product
Which of the following products is using a value-added pricing approach?
a. the industry leader: a 3G smart phone with all of the standard features at a medium-level price
b. a 3G smart phone with all of the standard features at a price that is lower than the industry standard
c. a 3G smart phone that works well and has most, but not all of the standard features at a price that is lower than the industry standard
d. a 3G smart phone with all standard features and a few unexciting extra features at a price that is the same as the industry standard
e. a 3G smart phone with all standard features and a few very exciting extra features at a price that is higher than the industry standard
To obtain a 15 percent profit, what price range should you set?
a. between $43 and $44
b. between $47 and $48
c. between $32 and $35
d. between $40 and $42
e. between $48 and $50
PRICE EXPECTED DEMAND
Which of the following best explains why a break-even price of $30 is incorrect?
a. At a price of $30 per unit, it is not possible to sell 135,000 units.
b. To sell 135,000 units, you would need to charge more than $30 per unit.
c. To sell 135,000 units, you could charge less than $30 per unit.
d. To sell 135,000 units, you would need to exactly $30 per unit.
e. To sell 135,000 units, you would need to charge over $40 per unit.
PRICE EXPECTED DEMAND
Which of the following best explains why a price of $55 is incorrect?
a. At a price of $55 per unit, you would sell fewer than 20,000 units.
b. More than 20,000 units would be sold at a price of $55 per unit.
c. To generate enough revenue to make a $316,000 profit, you would need to raise the price to over $70 per unit.
d. At a price of $55 per unit and sales of 20,000, you would make more than a $316 profit.
e. At a price of $55 per unit and sales of 20,000, you would make a 20 percent profit.
Which of the following is the most important thing to communicate for your first Bee! ad?
a. that Bee! tastes great
b. that Bee! comes in three flavors
c. that Bee! is healthy
d. that Bee! is for women
e. that Bee! gives you energy
Should you take your assistant’s advice and re-run the Denver adds?
a. Yes, Bee! was successful in Denver so the Denver ads must be well done and effective.
b. Yes, you can save money by using ads that already exist.
c. No, there is no reason to save money at this point in the campaign.
d. No, you want to introduce Bee! and the Denver ads were for an already established product.
e. No, if the Denver ads had been successful, the regional company would not have been sold.
Which of the following should you try to persuade your customers to do?
a. drink energy drinks rather than water
b. give up their old energy drink
c. give Bee! a try
d. recognize that their old energy drink was for men, not for women
e. tell others how delicious Bee! is
Which strategy would be most effective in getting people to switch to Bee!?
a. point out the strengths of Bee!
b. point out the weaknesses of Bee!’s competitors
c. point out the benefits of an energy drink
d. show how drinking an energy drink for men can be harmful to women
e. demonstrate how Bee! can turn its users into world-class athletes
Should you take this suggestion and use the affordable method of advertising budgeting?
a. Yes, it is more responsible to base an advertising budget on current rather than future profits.
b. Yes, you can adjust the budget up as the product becomes more successful.
c. No, you should base a budget for a new product on the amount that competitors spend on advertising.
d. No, a new product cannot be expected to have enough profits at this point that support a high advertising budget.
e. No, a product this promising should have an advertising budget with absolutely no limits.
Which of the following most concerns you about adopting this message for the product?
a. The message focuses exclusively on women, possibly causing men to feel excluded.
b. The message focuses exclusively on health, an aspect of Bee! that is not a key feature.
c. The message fails to focus on sports performance.
d. The message fails to identify any of the key ingredients in Bee!
e. The message is not upbeat enough.
Which feature do you consider to be the primary strength of this approach?
a. It is the only approach that focuses on health.
b. It is the only approach that makes women feel happy.
c. It is the only approach that focuses on balancing health, family, and work.
d. It is the only approach that makes women feel guilty for not having enough energy for their family.
e. It is the only approach that feels sorry for women because they have too much to do.
Which of the following is most likely to identify the cause of your boss’s objection to Working Mother?
a. It doesn’t focus on children.
b. It has no specific focus on health and exercise.
c. It doesn’t reach a broad national audience of males and females.
d. It reaches too broad of an audience
e. It puts too much focus on children.
Which of the following would be the best choice as a location for a promotional event?
a. a community center that features a swimming pool and tennis
b. a supermarket
c. an exclusive private country club
d. rallies and barbecues for popular political candidates
e. a popular all-you-can-eat pizza restaurant
Which of the following does not belong on your list?
a. Morning talk show commercials are expensive.
b. Morning talk shows do not specifically target active women.
c. Morning talk shows do not target health-conscious women.
d. Morning talk show audiences are over 40 percent male.
e. Morning talk shows audiences reflect a broad cross-section of the public.
The first product features anodizing equipment that manufacturers of such things as electronic devices and automotive parts use to coat titanium with a layer of metal oxide. The second product is a line of waxes, sealants, and polishes for protecting metal boat hulls. The third product is a jewelry and silver polishing kit.
Which of the three products is likely to require the least amount of training for its team members?
a. Curtis anodizing equipment, because the customers will be highly knowledgeable themselves and need little guidance
b. Curtis anodizing equipment, because there is an enormous amount of information on anodizing on the Internet
c. Curtis boat products, because boat owners usually know exactly what they want
d. Curtis polishing kits, because they need to be easy enough for ordinary consumers to use
e. Curtis polishing kits, because they are non-toxic
Which of the following would best support choosing a product sales force for selling anodizing equipment?
a. Most companies that buy anodizing equipment use it to manufacture only a single product.
b. Most companies that buy anodizing equipment use it for a large variety of different products and purposes.
c. The companies that buy anodizing equipment are geographically far apart.
d. The companies that buy anodizing equipment are usually high tech manufacturers.
e. The companies that buy anodizing equipment usually take a long time to decide on a purchase.
Why does it make sense to have your most personable sales personnel be chosen for a customer sales force structure?
a. Sales reps in a customer sales force need to develop close personal friendships with customers.
b. Sales reps in a customer sales force need to convince customers to purchase things that they don’t need.
c. The actions of sales reps in a customer sales force represent Curtis.
d. Sales reps in a customer sales force need to develop an extremely strong knowledge of the products and services they sell.
e. Sales reps in a customer sales force need to develop strong long-term relationships with customers built on trust and reliability.
Which of the following is the best reason to use a territorial sales force?
a. A territorial sales force allows the salesperson to develop great expertise in the products he or she is selling.
b. A territorial sales force allows the salesperson to build close relationships to customers.
c. A territorial sales force allows the salesperson to be effective with little or no training.
d. A territorial sales force allows resources to be saved in travel, organization, manpower, and planning.
e. A territorial sales force allows customers to develop a deep understanding of the products they buy.
In which kind of sales force(s) should your most versatile salespeople be placed?
a. product or territorial sales forces.
b. territorial sales forces only
c. customer or territorial sales forces
d. customer sales forces only
e. customer or product sales forces
Which sales force structure would you recommend for these areas?
a. a territorial sales force because that structure works best over a large, spread-out customer base
b. a product sales force because that structure works best when the customers require a lot of expertise
c. a customer sales force because that structure works best when customers face problems
d. a product sales force because that structure works best over a large, spread-out customer base
e. a customer sales force because that structure works best when there is a high number of customers in different locations
What is the flaw behind this conclusion?
Host – Type of Ad – Cost – # of Displays – # of Clicks – Revenue
A – “Take our survey” ad – $0.25 per displays – 5000 – 600 – 60 buys, $200 each
B – Banner a top of page – $3 per click – 10000 – 3000 – 400 buys, $80 each
C – Test ad on search engine – $5 per purchase – 10000 – 2000 – 350 buys, $40each
a. Both Plan B and Plan C allow for the same number of displays.
b. Both Plan A and Plan C generate more revenue per dollar spent.
c. There is no flaw. Plan B would generate the highest revenue.
d. Plan A has lower cost per unit than Plan B.
Which of the following recommendations best justifies your decision?
a. Discontinue a profitable ad campaign if it requires an additional investment of resources.
b. Continue a profitable ad campaign whose success is built on a seasonal peak season of activity.
c. Continue an unprofitable ad campaign that involved a significant investment of resources.
d. Continue an unprofitable ad campaign that generates an intangible benefit.
Segmentation Variable Money Spent on Clothes (Per Person Average, Per Year)
Generation Baby Boomers (30% of the population): $780
Generation X (24% of the population): $770
Millennials (29% of the population): $790
Gender Men (49% of the population): $490
Women (51% of the population): $850
Education High-school diploma or less (30% of the population): $850
College degree (60% of the population): $900
Advanced degree (10% of the population): $2000
Occupation: Professional, white-collar workers (40% of the population): $1600
Blue-collar workers (25% of the population): $640
Other, such as students and retirees (35% of the population): $820
Based on the data in this table, what are the most important segmentation variables in terms of money spent on clothing purchases?
a. Gender and education; because gender has the most significant variation and education has the greatest variation
b. Education and occupation; because education has the most significant variation and occupation has the greatest variation
c. Gender and generation; because they have the least significant variation in spending
d. Gender and occupation; because they have the most significant variation in spending
Segmentation Variable Money Spent on Clothes (Per Person Average, Per Year)
Shopping Habits Brick and Mortar Store Shopper (70% of the population): $1480
Online Shopper (35% of the population): $750
Primary Computer Used for Internet Browsing and Shopping Laptop (44% of the population): $770 Tablet (8% of the population): $1250
Smart phone (48% of the population): $760
User of Social Media Yes (54% of the population): $1500
No (46% of the population): $730
Based on the data in this table, what is the most important segmentation variable to Swazzi in terms of money spent on clothing purchases?
a. primary computer used for Internet browsing and shopping, because there is a significant variation in spending levels between tablet shoppers and both laptop and smart phone shoppers
b. either social media or shopping habits, because both have a comparable variation in spending levels between groups.
c. shopping habits, because there is a significant variation in the size of each group and spending levels between brick-and-mortar store shoppers and online shoppers
d. user of social media, because there is a significant variation in spending levels between people who use social media and people who don’t use social media
a. Both Plan A and Plan C generate more revenue per dollar spent.
b. blue-collar females who use social media
c. blue-collar males who use social media
d. blue-collar males who do not use social media
a. There is a large spending gap between men and women consumers.
b. Male professionals who are users of social media have the closest demographics to female professionals who are users of social media.
c. Female professionals who do not use social media have the closest demographics to female professionals who are users.
d. There is a large spending gap between professional and blue-collar consumers.
a. creates a positive association with Swazzi by promoting local businesses and community events
b. promotes the Swazzi brand through a dedicated Swazzi fan site
c. helps people to feel connected with the Swazzi brand through social sharing and interactive tools
d. engages users through interactive video games that display Swazzi ads in the background
Which is the better choice?
a. The paper doll activity—Web users respond well to interactive activities.
b. The commercial—it appeals to both females and males.
c. The commercial—consumers respond well to humor.
d. The paper doll activity—it allows users to test how Swazzi clothing fits.
The salesperson’ job is to:
a) talk the customer into shipping with ShipNow
b) sell the customer the correct combinations of shipping times and services for the customer’s needs
c) enter the shipping information into the computer and print out labels
d) make sure the customer understands that shipping rates are probably cheaper at the post office
e) build a rapport with the customer to make sure the customer understands the interaction
a) the different times ShipNow is able to offer that other shippers cannot
b) ShipNow’s prices are lower than cost
c) the added value the salesperson creates by making the shipping process and service options easy for the customer
d) auxiliary products ShipNow sells, like boxes and packing tape
e) internet tracking of packages
a) to give the salesperson empathy for the stresses the drivers endure delivering packages
b) to give the salesperson a driver mentor within the company
c) to give the driver an extra hand with deliveries during the rushed holiday season
d) to give the salesperson in-depth knowledge of the delivery process
e) to give the company a trial period to determine if the salesperson can actually lift heavy boxes
a) base the pricing on the prices offered to larger customers
b) calculate the commission on the order to make sure it is not better to quote the customer retail pricing
c) look up the name of the driver who will be making the deliveries
d) check with the logistics department that it is possible for the company to perform this service at a profit
e) ask a supervisor for the authorization to sell to the customer
a) the accounting departments of the companies that ship with ShipNow
b) the companies and individuals that receive the packages
c) the ShipNow delivery drivers
d) the billing departments of local ShipNow locations
e) the companies that make the products that are shipped by ShipNow customers
The training consultant finds that the sales representatives do not have a strong product strategy. Without a proper product strategy, sales representatives are unable to:
a) choose the correct products to sell to the customer
b) develop a marketing campaign for a given product
c) sell a product whether the customer needs it or not
d) fulfill an order once it has been placed
e) contact customers at current contact numbers and addresses
a) ensure the company’s billing process was aboveboard
b) understand what their business objectives were
c) pay the prices the company was charging
d) find the room to store the chemicals once they were delivered
e) trust the sales reps to sell them the correct products
a) customer service, so that they can learn how the chemicals are implemented and used by the customer
b) logistics, so that they can understand how the products are delivered
c) billing, so that they understand the problems that arise when customers do not pay promptly
d) warehousing, so they can understand exactly how much room the chemicals take up in storage
e) human resources, so they can understand what characteristics a successful salesperson should have
a) customers’ business plans
b) competitor companies’ products and pricing
c) management’s five-year plan
d) the history of the lumber industry
e) the close rates of other sales reps in their company
a) the sales representatives rely on the income they receive from their jobs
b) the products are so complicated that customers need a sales representative to help them decide which products to buy
c) the company will need to build a new website the customers can order from
d) the customers are used to the salespeople and have never ordered chemicals from a website before
e) the IT department of the company has not built a commerce website before
a) studying is most important because she will know all the rules of selling correctly
b) investing is most important because she will understand how money works and will make good sales decisions
c) speaking Chinese is most important so that she can sell to international customers
d) staying physically fit is most important because a healthy appearance will attract customers to her
e) volunteering is most important because it will develop her sense of empathy and her relationship skills to understand customers and their needs
a) Roni sold her used textbooks to a friend who was taking a course Roni had taken the previous semester
b) Roni audited the books of the Investment Club to make sure they were calculating earnings, interest, and fees correctly
c) Roni speaks Mandarin to the server at her favorite Chinese restaurant so the server will understand her more easily
d) Roni watched her track teammate run to analyze her gait so the teammate could choose and purchase the best shoes for her stride
e) Roni organized an art show of the homeless children’s artwork to show what the children can do
a) she wants Roni to sell the product to the customer at cost
b) she wants Roni to work with the customer to sell a length of subscription the customer can afford
c) she wants Roni to work with the research department to lower costs so the subscription will be able to be sold at a lower price point
d) she wants Roni to ask the prospect for a referral to another prospect who can buy, so the time spent with this prospect won’t be a loss
e) she wants Roni to say a polite thanks and goodbye to the prospect and move on to the next lead
a) Roni can watch what her mentor does and emulate his speech and movements on the phone and with clients
b) Roni can ask her mentor to give her some of his qualified prospects so she will have a better chance of closing sales with them
c) Roni can ask him what he wish he’d known when he first started out, and what the top things he’d tell a new salesperson are
d) Roni can read through her mentor’s call notes on the CRM system to see how frequently he contacts clients
e) Roni can make an effort to become friends with her mentor by taking him out for coffee
C) demand curve
D) variable cost
E) variable cost
A) Variable costs
B) Value-based pricing
C) Product image
D) Target return pricing
E) Price elasticity
D) Demand curve
E) Experience curve
E) fixed cost
A) the company’s overall marketing strategy
B) the salaries of production management
D) the salaries of finance management
E) overall pricing objectives
A) Penetration pricing
B) Everyday low pricing (EDLP)
C) High-low pricing
D) Cost-plus pricing
E) Target return pricing
A) competition-based pricing
B) target return pricing
C) fixed cost
D) customer-based pricing
E) value-based pricing
B) Fixed cost
A) cross-functional teams
B) divisional managers
C) marketing departments
D) top management
E) sales departments
A) target returns
B) perceived value
C) break-even pricing
D) variable costs
E) fixed costs
B) direct marketing
C) sales promotion
D) personal selling
E) public relations
A) the percentage-of-sales method
B) the objective-and-task method
C) the affordable method
D) the adaptive control method
E) the competitive-parity method
A) Sales promotion
C) Public relations
D) Personal selling
E) Direct marketing
A) controlling production levels by feedback received from customers
B) designing products using environmentally-friendly techniques
C) sharing company forecasting details with shareholders
D) delivering a consistent message on the product to each brand contact
E) allowing suppliers or vendors to manage the inventory of products
A) push strategy
B) vertical integration
C) publish-subscribe method
D) pull strategy
E) direct marketing
A) Less advertising money is spent on digital media than on TV advertising.
B) More of the promotion budget is spent on digital advertising than on TV advertising.
C) Digital media force-feeds mass messages to customers, while TV advertising targets more defined micromarkets.
D) TV advertising is more interactive than digital media techniques.
E) Digital media advertising reaches mass audiences whereas TV advertising reaches only limited audiences.
A) public relations
B) personal selling
D) direct marketing
E) sales promotion
C) public service
D) Madison & Vine
A) based on an amount remaining after operating expenses and capital outlays are deducted from total revenues
B) based on the company’s objectives set for accomplishment
C) based on a certain percentage of current or forecasted sales
D) based on a percentage of the unit sales price
E) based on matching a competitors advertising outlays
A) It meets the needs of mass buyers who are geographically spread out simultaneously.
B) Its marketing message is fixed and does not change according to the customer’s requirements.
C) It is brought out it in the form of company news rather than as a sales-directed communication.
D) It does not involve any direct interaction between the company and its customers.
E) It is suited for highly targeted marketing efforts and for building one-to-one customer relationships.
A) direct marketing
C) public relations
D) personal selling
A) logistics information management
B) integrated marketing communications
C) market segmentation
D) inventory control system
E) warehouse management system
A) direct mailing
B) television advertisements
C) door-to-door selling
D) telephone marketing
E) discount promotions
A) direct marketing
B) pull strategy
C) push strategy
D) publish-subscribe method
E) vertical integration
B) personal selling
D) public relations
B) Cash refunds
D) Price packs
A) product sales force structure
B) client sales force structure
C) customer sales force structure
D) territorial sales force structure
E) market sales force structure
A) AmWeb produces an expensive brand of herbal cosmetics called “Green You” that are sold in select boutiques and parlors by selling teams assigned to serve small groups of these key customers.
B) Cartlon Computers sells its highly specialized computers through special teams which have received training in the configuration, uses, and USPs of a single model of its computers.
C) Nutters, producers of cookies and other bakery products, markets its products throughout the country through a network of area and regional sales officers.
D) Verra Designers operates from its landmark store in uptown New York and customers from world over come to this store to buy original merchandise at steep prices.
E) Venson’s produces frozen dinners at its factory in Ohio and sells them across the country through a network of sales representatives organized into regional and territorial tiers.
A) call plan
B) bonus plan
C) sales quota
D) straight commission plan
E) sales contest
A) Salesperson’s job and accountability are not clearly defined.
B) It does not involve geographic specialization.
C) It does not lead to building local customer relationships.
D) Travel expenses are relatively larger than any other sales force structure.
E) It is not useful in a company with a number of product lines in different industries.
A) cannot conduct business on their own
B) work independently of the outside sales force
C) work only on the relationship-building process
D) travel to call on customers in the field
E) provide daily access and support
E) handling objections
D) Price packs
A) call plans developed by supervisors for salespeople
B) schedules for sales meetings
C) details of the expenses and overheads incurred
D) weekly or monthly work plans
E) details of sales contests and the incentives they carry
A) It can make more decision-maker contacts a day as compared to the inside sales force.
B) It essentially provides daily access and support.
C) It is the most effective way to provide technical sales support to buyers.
D) It is less expensive than the inside sales force.
E) It provides face-to-face collaboration and relationship building.
A) close relationships with important customers
B) minimal need for supervision of salespeople
C) highest degree of product specialization
D) lowest travel expenses
E) lowest compensation rates for salespeople
A) They do not represent the customers to the company.
B) They do not work with wholesalers and retailers.
C) They represent a new class of professionals who have emerged as part of the steep rise in retailing.
D) Click-only companies have maximum number of salespersons.
E) They represent a company to customers by communicating and selling.
A) a free “well-woman” check up at Vintage clinics for any recent customer who purchased merchandise above $200 at Vintage retail stores
B) a toaster being sold at half its list price for any consumer who buys a Vintage oven or food processor
C) a sweepstakes program inviting customers to submit their names and gain a chance to win the new Vintage car, VTG 412
D) a display allowance for those retailers who feature the manufacturer’s product
E) a trade show depicting the new villas and condominiums that are being developed under the Well Homes project
A) It is not useful in a company with a number of product lines in different industries.
B) Salesperson’s job and accountability are not clearly defined.
C) Travel expenses are relatively larger than any other sales force structure.
D) It does not lead to building local customer relationships.
E) It does not involve geographic specialization.
E) Price quotation
A) Prospecting and qualifying
B) Handling objections
A) The salespeople at Carmalax work under extreme supervision and managers are aware of the activities of their salespeople on field at all times.
B) The salespeople at Carmalax are invited to frequent sales meetings to voice their concerns and rewarded well for individual and group performance.
C) The salespeople at Carmalax are encouraged to focus on the transaction-oriented selling process, rather than the value selling approach.
D) The salespeople at Carmalax typically face the threat of many punitive measures, including unemployment, for poor performance.
E) The salespeople at Carmalax are encouraged to use trade and business promotions, rather than customer promotions.
A) The salespeople at ABM Connect have been cutting prices drastically to meet targets after the entry of many competing firms in the market.
B) The salespeople at ABM Connect have been demonstrating the value that their speedy Internet services can bring to business customers even when their competitors are slashing prices.
C) The salespeople at ABM Connect receive special training in the area of customer relationship-building strategies.
D) The salespeople at ABM Connect typically use business promotions, rather than trade or consumer promotion measures.
E) The salespeople at ABM Connect have recently been promoting the “Connect for Life” program which gives its long-time consumers added benefits at no extra costs.
A) geographic and product
B) product and market
C) geographic and market
D) product and territorial
E) territorial and market
A) direct-response television marketing
B) mass marketing
C) direct-mail marketing
D) telephone marketing
E) kiosk marketing
A) transaction sites
B) iTV sites
E) content sites
A) Blogs provide companies with additional revenue.
B) Demographic information about customers can be easily tracked.
C) Long-term customer relationships can be developed through blogs.
D) Blog content is easy to filter, monitor, and control.
E) Blogs are an inexpensive yet personal way to connect with consumers.
A) wide variety of demographics and purchasing patterns
B) podcasting and vodcasting capabilities
C) commercial transaction capabilities
D) audiences of people with similar interests
E) audience sizes larger than those of general social networking sites
A) to sell the company’s products directly
B) to give out coupons and tell about sales events or contests
C) to create a consumer query into a sale
D) to build customer goodwill
E) to point out and explain competitors’ weaknesses
A) the ability to increase the range of products the company offers
B) a lower cost-per-contact than its advertising campaign using mass marketing strategies
C) a wealth of information about competitors and their products.
D) greater control over employee-management interactions within the company
E) the ability to learn more about their customers and tailor offerings to fit their needs
A) iTV advertisements
B) Marketing Web sites
C) Corporate Web sites
D) Online display ads
E) Viral videos
A) an ability to offer an unlimited amount of merchandise
B) real-time merchandising
C) efficiencies in production, printing, and mailing costs
D) a stronger emotional connection with customers
E) ease in matching prices instantly in response to changes in demand
A) Direct-mail marketing
B) Data mining
C) Interactive television
A) multi-channel marketing
B) C2B online marketing
C) B2B online marketing
D) C2C online marketing
E) B2C online marketing
D) global commerce
A) National Do-Not-Call Registry
B) Clayton Act
C) Federal Trade Commission’s Anti-Spam Act
D) Robinson-Patman Act
E) Children’s Online Privacy Protection Act
B) inbound advertisement
E) iTV advertisement
A) data mining
B) viral marketing
C) iTV advertising.
D) cold calling
D) viral advertisement
A) Viral messages are blocked by most search engines.
B) The brand associated with the viral message is usually forgotten.
C) Marketers have little control over who receives the viral message.
D) The costs of viral marketing are too high for most companies.
E) Viral messages are less likely to be viewed than other types of online promotions.
A) mail-order forms
C) retail stores
A) kiosk marketing
B) direct-mail marketing
C) digital direct marketing
D) telephone marketing
E) mass marketing
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